Philippines – Philippine Airlines (PAL) is empowering aspiring Filipina pilots through its latest campaign with creative agency BBDO Guerrero. Aiming to inspire women to enter the aviation industry in the Philippines, the ‘Fly With Her’ campaign highlights gender equality.
In its recent celebration of International Women’s Month, PAL pledged 10 million in scholarships via the PAL Foundation. The investment aims to increase women’s representation in the male-dominated aviation industry.
At the heart of the campaign is a film following the story of a young girl and her fascination for airplanes. Adding authenticity, it featured a real Filipina pilot to show how aspirations can become realities.
PAL also introduced an illustrated children’s storybook with interactive features. They were distributed to children on PAL flights with Filipina captains.
Additionally, PAL invited young girls to read boarding announcements for PAL flights, allowing them to experience being a part of the industry.
Alvin Miranda, vice president for marketing at Philippine Airlines, said, “In aviation, skill and passion know no gender. Through Fly With Her, we want young Filipinas to know that their ambitions are valid, their dreams are possible, and their presence in the aviation field is not only welcome but essential. Our ₱10 million pledge to the PAL Foundation underscores our commitment to making this dream a reality, ensuring that the next generation of Filipina aviators can get the support they need to take off.”
“We wanted to send a powerful message we truly believe in— that there are no limits to what Filipinas can achieve. We hope that through this movement, more girls will be inspired to dream fearlessly and soar,” Mica Dela Rosa, creative director at BBDO Guerrero, said.
